Chapter 14: Direct, Online, Social Media, and Mobile Marketing

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*Digital and Social Media Marketing*... *Online Marketing*... *Email Marketing*... Email marketing remains an important and growing digital marketing tool... But there's a dark side to the growing use of email marketing. The explosion of _____ - unsolicited, unwanted, commercial email messages that clog up our email boxes - has produced consumer irritation and frustration.

Viral marketing

*Digital and Social Media Marketing*... *Online Marketing*... *Online Videos*... _____, the digital version of word-of-mouth marketing, involves creating videos, ads, and other marketing content that are so infectious that customers will seek them out or pass them along to their friends.

branded community Web sites

*Digital and Social Media Marketing*... *Online Marketing*... *Web Sites and Branded Web Communities*... Some Web sites are primarily *marketing Web sites*, designed to engage consumers and move them closer to a direct purchase or other marketing outcome... In contrast, _____ don't try to sell anything at all. Instead, their primary purpose is to present brand content that engages consumers and creates customer-brand community.

marketing Web sites

*Digital and Social Media Marketing*... *Online Marketing*... *Web Sites and Branded Web Communities*... Some Web sites are primarily _____, designed to engage consumers and move them closer to a direct purchase or other marketing outcome.

Blogs

*Digital and Social Media Marketing*... *Online Marketing*... *_____ and Other Online Forums*... _____ (or Web logs) are online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.

online advertising

*Digital and Social Media Marketing*... *Online Marketing*... *_____* As consumers spend more and more time online, companies are shifting more of their marketing dollars to _____ to build brand sales or attract visitors to their Internet, mobile, and social media sites... *Online display ads* might appear anywhere on an Internet user's screen and are often related to the information being viewed... Today's *rich media* ads incorporate animation, video, sound, and interactivity... Using *search-related ads* (or *contextual advertising*), text- and image-based ads and links appear atop or alongside search engine results on sites such as Google, Yahoo!, and Bing.

Email marketing

*Digital and Social Media Marketing*... *Online Marketing*... *_____* _____ remains an important and growing digital marketing tool. "Social media is the hot new thing," says one observer, "but email is still the king."... Email marketers walk a fine line between adding value for consumers and being intrusive and annoying. To address these concerns, most legitimate marketers now practice *permission-based _____*, sending email pitches only to customers who "opt in."

Web Sites and Branded Web Communities

*Digital and Social Media Marketing*... *Online Marketing*... *_____* (Web Sites and Branded Web Communities)... Creating a Web site is one thing; getting people to *visit* the site is another... At the very least, a Web site should be easy to use and visually appealing. Ultimately, however, Web sites must also be *useful*.

Social Media Marketing Advantages and Challenges

*Digital and Social Media Marketing*... *Social Media Marketing*... *_____* (Social Media Marketing Advantages and Challenges)... On the plus side, social media are *targeted* and *personal* - they allow marketers to create and share tailored brand content with individual consumers and customer communities. Social media are *interactive*, making them ideal for starting and participating in customer conversations and listening to customer feedback... Social media are also *immediate* and *timely*... As discussed earlier in the chapter, the rapid growth in social media usage has caused a surge in *real-time marketing*, allowing marketers to create and join consumer conversations around situations and events as they occur... Social media can be very *cost-effective*... Perhaps the biggest advantage of social media is their *engagement and social sharing capabilities*.

social media

*Digital and Social Media Marketing*... *_____ Marketing*... As we've discussed throughout the text so far, the surge in Internet usage and digital technologies and devices has spawned a dazzling array of online _____ and digital communities.

Mobile marketing

*Digital and Social Media Marketing*... *_____* _____ features marketing messages, promotions, and other marketing content delivered to on-the-go consumers through their mobile devices.

Online marketing

*Digital and Social Media Marketing*... *_____* _____ refers to marketing via the Internet using company Web sites, online advertising and promotions, email marketing, online video, and blogs.

Marketing, the Internet, and the Digital Age

*Digital and Social Media Marketing*... *_____* (Marketing, the Internet, and the Digital Age)... Some companies operate *only* online. They include a wide array of firms, from *e-tailers* such as Amazon and Expedia.com that sell products and services directly to final buyers via the Internet to *search engines and portals* (such as Google, Yahoo!, Bing, and DuckDuckGo), *transaction sites* (eBay, Craigslist), *content sites* (the New York Times on the Web, ESPN.com, and Encyclopedia Britannica), and *online social media* (Facebook, Twitter, YouTube, Pinterest, Instagram, and Snapchat)... Direct digital and social media marketing takes any of the several forms shown in Figure 14.1. These forms include online marketing, social media marketing, and mobile marketing.

Benefits of Direct and Digital Marketing to Buyers and Sellers

*Direct and Digital Marketing*... *_____* (Benefits of Direct and Digital Marketing to Buyers and Sellers)... Especially in today's digital environment, direct marketing provides opportunities for *real-time marketing* that links brands to important movements and trending events in customers' lives.

A Need for Action

*Public Policy Issues in Direct and Digital Marketing*... *_____* (A Need for Action)... The ad industry uses an *advertising option icon* - a little "i" inside a triangle - that it adds to behaviorally targeted online ads to tell consumers why they are seeing a particular ad and allowing them to opt out.

Consumer Privacy

*Public Policy Issues in Direct and Digital Marketing*... *_____* (Consumer Privacy)... Consumers often benefit from database marketing; they receive more offers that are closely matched to their interests. However, many critics worry that marketers may know *too* much about consumers' lives and that they may use this knowledge to take unfair advantage of consumers.

Irritation, Unfairness, Deception, and Fraud

*Public Policy Issues in Direct and Digital Marketing*... *_____* (Irritation, Unfairness, Deception, and Fraud)... *Internet fraud*, including identity theft and financial scams, has become a serious problem... One common form of Internet fraud is *phishing*, a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging their personal data... Many consumers also worry about *online and digital security*... Another Internet marketing concern is that of *access by vulnerable or unauthorized groups*.

catalog marketing

*Traditional Direct Marketing Forms*... *_____* Advances in technology, along with the move toward personalized, one-to-one marketing, have resulted in exciting changes in _____. Catalog Age magazine used to define a *catalog* as "a printed, bound piece of at least eight pages, selling multiple products, and offering a direct ordering mechanism." Today, the definition must be revamped to meet the changing times.

Direct-mail marketing

*Traditional Direct Marketing Forms*... *_____* _____ involves sending an offer, announcement, reminder, or other item directly to a person at a particular address... Direct mail may be resented as *junk mail* if sent to people who have no interest in it.

Telemarketing

*Traditional Direct Marketing Forms*... *_____* _____ involves using the telephone to sell directly to consumers and business customers... Marketers use *outbound* telephone marketing to sell directly to consumers and businesses. They also use *inbound* toll-free numbers to receive orders from television and print ads, direct mail, or catalogs... Do-not-call legislation has hurt parts of the consumer _____ industry. However, two major forms of _____ - inbound consumer _____ and outbound B-to-B _____ - remain strong and growing.

Direct-response television (DRTV) marketing

*Traditional Direct Marketing Forms*... *_____* _____ takes one of two major forms: direct-response television advertising and interactive TV (iTV) advertising. Using *direct-response television advertising*, direct marketers air television spots, often 60 or 120 seconds in length, which persuasively describe a product and give customers a toll-free number or an online site for ordering. It also includes full 30-minute or longer advertising programs, called *infomercials*, for a single product... A more recent form of _____ is *interactive TV (iTV)*, which lets viewers interact with television programming and advertising.

Kiosk Marketing

*Traditional Direct Marketing Forms*... *_____* (Kiosk Marketing) As consumers become more and more comfortable with digital and touchscreen technologies, many companies are placing information and ordering machines - called *kiosks* (good old-fashioned vending machines but so much more) - in stores, airports, hotels, college campuses, and other locations.

Original Content

*_____* -Timely, _____ is the real driver to making or breaking brands. --Original --Relevant in real time --Can be clever words or simple images --*Needs to be interesting*

Direct and digital marketing

*_____* _____ involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Actually, Social Media and Websites are King

*_____* (Actually, Social Media and Websites are King) -It is a primary tool for espionage and sabotage. Google, Facebook and others employ the brightest minds in the world. -*If James Bond were real, he'd spend most of his time online.*

Any Online Shoppers in Here?

*_____* (Any Online Shoppers in Here?) -Besides me? -This has radically changed our economy. E-Commerce is the biggest driver in retail, and climbing. -*Anyone buy anything directly on Instagram?*

Critical Off-Page SEO

*_____* (Critical Off-Page SEO) -*Can be a primary driver of organic SEO:* --Backlinking --Authenticates brands --Creates legitimate information sharing --Makes brands and their websites become viewed as an authority

Ed Cal

*_____* (Ed Cal) -Creating a master calendar, not just for events, but national theme days, local events and times of year are important. -*It can allow for systematic messaging, and true, spontaneous engagement.*

Extinction-Level Impact

*_____* (Extinction-Level Impact) -*Generating real engagement power.* --525 Million Earned Impressions --5x any paid spot in the game

First Stop

*_____* (First Stop)... Many of the marketing and promotion tools that we've examined in previous chapters were developed in the context of *mass marketing*: targeting broad markets with standardized messages and offers distributed through intermediaries. Today, however, with the trend toward narrower targeting and the surge in digital and social media technologies, many companies are adopting *direct marketing*, either as a primary marketing approach or as a supplement to other approaches.

It's (Still) About Replicating Word of Mouth

*_____* (It's (Still) About Replicating Word of Mouth) -Building relationships depend on trust and affection. --True in business and life --*Social media can be authentic and relevant for brands and users*

Our World is Digital

*_____* (Our World is Digital) -Digitally, advertising and mobile communications are the primary ways we live. -*Social media is a huge driver for our lives, and is a massive driver for advertising.*

Previewing the Concepts

*_____* (Previewing the Concepts) In the previous two chapters, you learned about engaging consumers and communicating customer value through integrated marketing communication, and about four elements of the marketing communications mix: advertising, publicity, personal selling, and sales promotion.

Search Engine Marketing

*_____* (Search Engine Marketing) -_____ is when you buy ads targeting people that are conducting searches that you don't rank *organically* for. -Only pay for *results!* --AdWords is set up as Cost Per Click (CPC), meaning you only pay when someone clicks on your ad. *Many people assume you have to pay more than your competitors to show up first. That is *NOT* true. -We focus on *raising quality scores* --Quality score determines rankings. This ensures lower CPCs and higher Click Through Rates (CTRs) giving you more clicks for the same budget.

Search Engine Optimization (SEO)

*_____* (Search Engine Optimization (SEO)) -*On-Page Optimization* --Optimizing your website's keywords, title tags, meta tags, url names and other signals to search engine best practices. -*Off-Page Optimization (Outreach)* --Reaching out to other high authority websites. These websites will post your content and link back to your website, showing the search engine that you are an authority in your field.

Speed Kills

*_____* (Speed Kills) -Primary and secondary research can be completed in light speed, at a fraction of a the cost it used to... -*And can create emotional engagement with their audience. Data is now measurable and meaningful.*

Targeted Online Advertising

*_____* (Targeted Online Advertising) -Like social media advertising, delivering ads through online ad networks can be extremely effective because you use data to pinpoint your target demographics based on behaviors, search history, and many other filters. -By creating your consumer's profile, we can deliver ads to integrate into their online experiences, keeping your business top of mind. *This also limits wasted advertising dollars spent on trying to communicate to the WRONG customer*. -*TARGET YOUR IDEAL AUDIENCE:* --Creating look-a-like profiles --Behaviors --Interests --Context --Sites visited --Demographics --Geography --Past purchase history --Past keyword searches -*Mobile targeting* --We can target based on GPS location via phone and segment testing based on type of phone.

The Only Constant is Change

*_____* (The Only Constant is Change) -Today, digital platforms and consumerism are the birth of industries, and the lifeblood of marketing. -*Recent history is ancient history - things happening now only matter for a short period of time.*

Traditional Direct Marketing Forms

*_____* (Traditional Direct Marketing Forms)... The major traditional forms of direct marketing - as shown in Figure 14.1 - are face-to-face or personal selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television (DRTV) marketing, and kiosk marketing.

When Social Goes Bad

*_____* (When Social Goes Bad) -Building checks and balances is *key to success.* -Nightmares like San Diego's ABC Affiliate... -*Someone that can push you, and pull you back.*

digital and social media marketing

*_____*... As noted earlier, _____ is the fastest-growing form of direct marketing. It uses digital marketing tools such as Web sites, online video, email, blogs, social media, mobile ads and apps, and other digital platforms to directly engage consumers anywhere, anytime via their computers, smartphones, tablets, Internet-ready TVs, and other digital devices.

Forms of Direct and Digital Marketing

*_____*... The major _____ are shown in Figure 14.1.

Brand Personality

-Great handles take work. -*The more work that goes into it, the more casual and real they seem.* -The first key is to make sure your handles reflect your brand. -*And that your brand isn't too splintered to manage. (handles, not internally)*

omni-channel retailing

*Digital and Social Media Marketing*... *Marketing, the Internet, and the Digital Age*... Even companies that have traditionally operated offline have now created their own online sales, marketing, and brand community channels. In fact, _____ companies are having as much online success as their online-only competitors.